面向中國游客的越南旅游紀念品發(fā)展策略研究
發(fā)布時間：2018-08-18 15:50
【摘要】：越南的旅游業(yè)已經(jīng)成為越南經(jīng)濟發(fā)展的重要產(chǎn)業(yè),而旅游紀念品則在促進越南旅游業(yè)的發(fā)展過程中扮演著重要角色。旅游紀念品的發(fā)展有利于增加旅游者的收入,提高旅游業(yè)的經(jīng)濟效益。目前,越南旅游紀念品市場也取得了較大的發(fā)展,但是同國外相比,越南旅游紀念品市場發(fā)展存在問題較多,如旅游紀念品同質(zhì)化嚴重、紀念品生產(chǎn)和營銷的針對性較低、紀念品缺乏特色和品牌。而中國是越南重要的鄰國,也是越南最重要的旅游客源國。中國游客對越南旅游紀念品的要求不斷提高、希望能購買到具有獨特文化、高質(zhì)量、創(chuàng)新的旅游紀念品,還希望有舒服、安全的購買場所等。中國游客的需求與越南旅游紀念品市場供給不平衡的狀況,進一步增強了本研究的重要性與必要性。 本文采用問卷方法對中國游客購買越南旅游紀念品的需求進行了調(diào)研,同時實際調(diào)查了越南旅游紀念品的品質(zhì)、營銷和法制保障等供給問題。在供給和需求分析的基礎上,本文發(fā)現(xiàn)越南旅游紀念品市場供給和中國游客購買的需求之間存在錯位等的問題。依據(jù)4C營銷理論,本文有針對性地提出越南旅游紀念品的發(fā)展策略。本文的最終研究結(jié)論主要包括以下幾點： 第一,越南旅游紀念品是能反映越南的特色,利用越南特有的原料制作,富有紀念意義和獨特越南文化色彩的特色商品。越南地域歷史悠久,資源種類豐富,文化底蘊深厚,但旅游發(fā)展起步較晚,從發(fā)展階段來看,旅游紀念品仍處于導入期和成長期的過渡階段。因此,越南旅游紀念品市場基本上具有導入期的表現(xiàn)：以資源導向、價格偏低、設計題材主要以形式各異的手工藝品為主、包裝粗糙、旅游紀念品的民族文化、品牌價值還沒得到重視。 第二,中國游客購買力強,現(xiàn)在已經(jīng)進入理性購買的階段,對旅游紀念品的要求越來越高。購買目的主要用于送禮,要求有濃郁的越南文化、包裝精美、檔次高。購買過程中要求舒服而簡便,搜索信息基本靠網(wǎng)絡,購買地點也要求是有名氣、安全性高的專賣店和大商場。 第三,越南旅游紀念品供給的質(zhì)量、服務、文化與中國游客的需求不相適應。越南旅游紀念品存在著設計缺乏創(chuàng)新、工藝制作不夠精美、包裝、銷售服務欠佳、市場管理缺失、旅游紀念品信息服務和政府引導服務、保護不足等眾多問題,難以滿足中國游客的需求,使購買欲望下降,購買力大大降低。 第四,運用供求理論,本文提出了越南旅游紀念品的發(fā)展應遵循的策略,包括深入挖掘越南文化內(nèi)涵、突出熱帶風格等特色化策略；采取以需求為中心的定價策略,以4C為導向,加強購物環(huán)境的建設、重視網(wǎng)絡、廣告等宣傳方式,提高導游、售貨員的素質(zhì)等營銷優(yōu)化策略；加強和樹立品牌意識、重視品牌宣傳等品牌打造策略。
[Abstract]:Vietnam's tourism industry has become an important industry in Vietnam's economic development, and tourist souvenirs play an important role in promoting the development of Vietnam's tourism industry. The development of tourist souvenirs is conducive to increase the income of tourists and improve the economic benefits of tourism. At present, Vietnam tourism souvenir market has also made great progress, but compared with foreign countries, Vietnam tourism souvenir market has many problems, such as the homogeneity of tourist souvenirs, the low pertinence of souvenir production and marketing. Souvenirs lack features and brands. China is Vietnam's important neighbor, and Vietnam's most important source of tourists. Chinese tourists are increasing their demand for Vietnam's tourist souvenirs, hoping to buy tourist souvenirs with unique culture, high quality and innovation, as well as comfortable and safe places to buy them. The imbalance between the demand of Chinese tourists and the supply of tourist souvenirs in Vietnam further strengthens the importance and necessity of this study. This paper investigates the demand of Chinese tourists for Vietnam tourist souvenirs by means of questionnaire, and investigates the supply problems of Vietnamese tourist souvenirs, such as quality, marketing and legal guarantee. Based on the analysis of supply and demand, this paper finds that there is a mismatch between the supply of tourist souvenirs in Vietnam and the demand of Chinese tourists. According to the 4 C marketing theory, this paper puts forward the development strategy of Vietnam tourist souvenirs. The final conclusions of this paper mainly include the following: first, Vietnam tourist souvenirs can reflect the characteristics of Vietnam, make use of Vietnam's unique raw materials, full of commemorative significance and unique Vietnamese cultural color. Vietnam has a long history, rich resources and profound cultural heritage, but the tourism development started relatively late. From the development stage, tourist souvenirs are still in the transitional stage of the period of introduction and growth. Therefore, the Vietnam tourist souvenir market basically has the performance of the period of introduction: resource-oriented, low price, the main theme of the design of different forms of handicrafts, rough packaging, tourism souvenirs of the national culture, Brand value has not been taken seriously. Second, Chinese tourists have strong purchasing power and have entered the stage of rational purchase. The purpose of purchase is mainly used for gift giving, with strong Vietnamese culture, exquisite packaging and high grade. The purchase process requires comfort and simplicity, search information basically depends on the network, the purchase location is also required to be famous, high security stores and shopping malls. Thirdly, the quality, service and culture of Vietnam tourist souvenirs are not suitable for the demand of Chinese tourists. Vietnam's tourist souvenirs have many problems, such as lack of innovation in design, inadequate craftsmanship, packaging, poor sales services, lack of market management, information services for tourist souvenirs and government-guided services, inadequate protection, and so on. Difficult to meet the demand of Chinese tourists, so that the desire to buy, purchasing power greatly reduced. Fourthly, using the theory of supply and demand, this paper puts forward the strategies that should be followed in the development of tourist souvenirs in Vietnam, including digging into the connotation of Vietnamese culture, highlighting the tropical style and other special strategies, and adopting the demand-centered pricing strategy. Take 4C as the guide, strengthen the construction of the shopping environment, attach importance to the network, advertising and other propaganda methods, improve the quality of tour guides, salespeople and other marketing optimization strategies, strengthen and establish brand awareness, attach importance to brand publicity and other brand building strategies.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F593.33
本文編號：2189943
[Abstract]:Vietnam's tourism industry has become an important industry in Vietnam's economic development, and tourist souvenirs play an important role in promoting the development of Vietnam's tourism industry. The development of tourist souvenirs is conducive to increase the income of tourists and improve the economic benefits of tourism. At present, Vietnam tourism souvenir market has also made great progress, but compared with foreign countries, Vietnam tourism souvenir market has many problems, such as the homogeneity of tourist souvenirs, the low pertinence of souvenir production and marketing. Souvenirs lack features and brands. China is Vietnam's important neighbor, and Vietnam's most important source of tourists. Chinese tourists are increasing their demand for Vietnam's tourist souvenirs, hoping to buy tourist souvenirs with unique culture, high quality and innovation, as well as comfortable and safe places to buy them. The imbalance between the demand of Chinese tourists and the supply of tourist souvenirs in Vietnam further strengthens the importance and necessity of this study. This paper investigates the demand of Chinese tourists for Vietnam tourist souvenirs by means of questionnaire, and investigates the supply problems of Vietnamese tourist souvenirs, such as quality, marketing and legal guarantee. Based on the analysis of supply and demand, this paper finds that there is a mismatch between the supply of tourist souvenirs in Vietnam and the demand of Chinese tourists. According to the 4 C marketing theory, this paper puts forward the development strategy of Vietnam tourist souvenirs. The final conclusions of this paper mainly include the following: first, Vietnam tourist souvenirs can reflect the characteristics of Vietnam, make use of Vietnam's unique raw materials, full of commemorative significance and unique Vietnamese cultural color. Vietnam has a long history, rich resources and profound cultural heritage, but the tourism development started relatively late. From the development stage, tourist souvenirs are still in the transitional stage of the period of introduction and growth. Therefore, the Vietnam tourist souvenir market basically has the performance of the period of introduction: resource-oriented, low price, the main theme of the design of different forms of handicrafts, rough packaging, tourism souvenirs of the national culture, Brand value has not been taken seriously. Second, Chinese tourists have strong purchasing power and have entered the stage of rational purchase. The purpose of purchase is mainly used for gift giving, with strong Vietnamese culture, exquisite packaging and high grade. The purchase process requires comfort and simplicity, search information basically depends on the network, the purchase location is also required to be famous, high security stores and shopping malls. Thirdly, the quality, service and culture of Vietnam tourist souvenirs are not suitable for the demand of Chinese tourists. Vietnam's tourist souvenirs have many problems, such as lack of innovation in design, inadequate craftsmanship, packaging, poor sales services, lack of market management, information services for tourist souvenirs and government-guided services, inadequate protection, and so on. Difficult to meet the demand of Chinese tourists, so that the desire to buy, purchasing power greatly reduced. Fourthly, using the theory of supply and demand, this paper puts forward the strategies that should be followed in the development of tourist souvenirs in Vietnam, including digging into the connotation of Vietnamese culture, highlighting the tropical style and other special strategies, and adopting the demand-centered pricing strategy. Take 4C as the guide, strengthen the construction of the shopping environment, attach importance to the network, advertising and other propaganda methods, improve the quality of tour guides, salespeople and other marketing optimization strategies, strengthen and establish brand awareness, attach importance to brand publicity and other brand building strategies.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F593.33
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